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Gay pride gets a bun

Posted: July 3, 2014 - 7:58am

NEW YORK (AP) — Burger King is celebrating gay pride with a message on its Whopper wrappers.

The fast-food chain says it will post a video online Wednesday that shows scenes from a San Francisco location where it sold a "Proud Whopper." Customers were not told what is in the burger, which comes wrapped in rainbow paper. Once opened up, a message inside the wrapper states, "We are all the same inside."

The idea is that the Proud Whopper is no different from the regular Whopper, despite its colorful packaging.

The marketing effort is part of Burger King's push to connect with customers in a more meaningful way, particularly with the younger individuals fast-food chains are known for courting. As part of that push, Burger King recently said it was retiring its "Have It Your Way" slogan in favor of the more personal "Be Your Way" (Ad Age pointed out the phrase was "grammatically challenged").

Whether the new approach can help Burger King Worldwide Inc. boost sales remains to be seen. The company, based in Miami, was acquired and taken private by 3G Capital in 2010. The Brazilian private investment firm took the chain public again in 2012 in a deal that allowed it to retain a majority stake while more than recouping its investment.

3G has been trying to revitalize Burger King's image and menu ever since with mixed results in the U.S., where traditional fast-food chains have struggled amid competition from newer players such as Chipotle. Last year, Burger King's sales at established North American locations slipped 0.9 percent.

The chain says the "Proud Whopper" video was shot over the past weekend in San Francisco, near where the city held its 44th annual gay pride parade. Fernando Machado, who heads global brand management for Burger King, said in a phone interview the "Proud Whopper" will remain on the menu until Thursday.

A rough cut of the two-minute video shows confused customers asking about the Proud Whopper, trying to figure out what makes it different, then later grasping what is happening.

"I think this wrapper means we all have the same rights," a young child explains.

"A burger has never made me cry before," says a young woman.

Another young woman uses an expletive to explain that it's same stuff inside. The video also shows some negative reactions, including a man who says the chain will no longer have his business.

Burger King said the video was developed by the ad agency DAVID, and directed by Henry Alex Rubin, who also directed the film "Girl, Interrupted."

Other food companies have also recently shown support for gay individuals, including Oreo-cookie maker Mondelez International Inc., which featured a gay couple in an ad for Honey Maid graham crackers, and Coca-Cola Co., which featured a gay couple in its Super Bowl ad.

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mikeng1994
10783
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mikeng1994 07/03/14 - 09:49 am
7
2
May I please be the first to say

You have got to be freakin kidding me.

Gay pride and whopper should never be used in the same sentence.

conwaygerl
5422
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conwaygerl 07/03/14 - 12:28 pm
2
3
why not

There is nothing wrong with meat between two buns.

reader
18437
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reader 07/03/14 - 09:50 am
4
5
Just another simple way to show

Change is coming!!! Way to go Burger King!

Igor Rabinowitz
8585
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Igor Rabinowitz 07/03/14 - 10:20 am
6
2
'cause when I hit the drive-through...

... I always think "Wonder how teh gheys are doing today?"

mikeng1994
10783
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mikeng1994 07/03/14 - 10:50 am
5
1
Well now I will. Thanks :(

Well now I will. Thanks :(

tracking wolf
551
Points
tracking wolf 07/03/14 - 10:40 am
8
1
some poor teenage guy working

some poor teenage guy working buger king drive through window clocked in confident in his straight sexuality but after 8hrs of guys asking for his super sized whopper, his fragile confidence faded and clocked out riding the fence.

Igor Rabinowitz
8585
Points
Igor Rabinowitz 07/03/14 - 10:50 am
5
0
First

First they took are musical production numbers, now they're coming for our sandwiches.

Teh gheys: They want it all.

ARVoiceofLogic
5292
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ARVoiceofLogic 07/03/14 - 11:25 am
11
0
I'd understand a mental health awareness whopper

No sane person eats Burger King (gay or straight). I want the gay awareness Oscar Meyer Wiener Mobile.

Igor Rabinowitz
8585
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Igor Rabinowitz 07/03/14 - 01:04 pm
0
0
well done

I see you going places with this operation

Dolomite
196
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Dolomite 07/03/14 - 04:02 pm
1
2
Wonder what food item they

Wonder what food item they would offer in support of NAMbLA?

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